Firefly, a San Francisco, CA and New York City-based advertising startup putting electronic ads on ride-hailing cars, raised $30m in Series A financing.
The round, which brought the total amount raised by the company to $51.5m, was led by GV (formerly Google Ventures), with participation from existing backer NFX.
The company intends to use the funds to expand its innovation efforts, scale its model to new formats and markets, and acquire the digital operations of Strong Outdoor, a taxi advertising provider.
Co-founded by Kaan Gunay and Onur Kardesler, Firefly works directly with ride-hailing drivers to mount ad displays on top of their cars and brands like Brex, Segment, Caviar, Zumper, and others and agencies to display campaigns.
An in-depth analytics platform enables brands and agencies to precisely measure where and when their campaign will have the highest impact throughout the city.
Through dedicated city partnerships, the company is offering the platform to help cities generate a variety of smart city data, which ranges from block-by-block air quality to pedestrian movement.